Advertisements with multiple targeting criteria bids

1. A computer-implemented method comprising:

receiving an advertisement associated with an advertiser;

receiving a first targeting criteria for the advertisement and a first bid associated with the first targeting criteria;

receiving a second targeting criteria for the advertisement and a second bid associated with the second targeting criteria;

identifying a plurality of viewing users whose profiles satisfy at least one of the first targeting criteria and the second targeting criteria;

determining, by a computer processor, for each of the identified plurality of viewing users whose profiles satisfy both the first targeting criteria and the second targeting criteria an aggregated bid for the advertisement that is the sum of the first and second bids; and

applying the determined aggregated bid for advertisement selection for each of the identified plurality of viewing users.

2. The method of claim 1 , wherein the identified plurality of viewing users whose profiles satisfy both the first targeting criteria and the second targeting criteria comprise a first cluster of users, and wherein the method further comprises receiving a third bid that is a negative bid, the third bid associated with a third targeting criteria that defines a second cluster of users that is a subset of the first cluster.

3. The method of claim 2 , wherein the aggregated bid is a positive bid, and wherein a viewing user, of the plurality of viewing users, who satisfies the targeting criteria associated with the positive bid, but not the targeting criteria associated with the negative bid, has a higher priority to the advertiser than one or more other viewing users, of the plurality of viewing users, who satisfy the targeting criteria associated with the negative bid.

4. The method of claim 2 , wherein the aggregated bid is a positive bid, and wherein the sum of the negative bid and the positive bid is zero.

5. The method of claim 2 , wherein the aggregated bid is a positive bid and wherein the negative bid allows the advertiser to exclude the second cluster of users from receiving the advertisement.

6. The method of claim 1 , wherein at least one of the first targeting criteria and the second targeting criteria include a plurality of user characteristics.

7. The method of claim 1 , wherein the first targeting criteria and the second targeting criteria include at least one common user characteristic.

8. The method of claim 1 , further comprising:

receiving a first budget amount for the first targeting criteria; and

receiving a second budget amount for the second targeting criteria.

9. The method of claim 8 , further comprising decreasing a budget amount whose associated targeting criteria was satisfied by the viewing user.

10. The method of claim 1 , wherein the advertisement is selected in the advertisement selection process and the advertiser is charged an amount based on a cost per click model.

11. The method of claim 1 , wherein the advertisement is selected in the advertisement selection process and the advertiser is charged an amount based on a cost per impression model.

12. The method of claim 1 , wherein the targeting criteria include a plurality of user characteristics.

13. The method of claim 1 , wherein at least two of the plurality of targeting criteria bids include targeting criteria having at least one common user characteristic.

14. The method of claim 1 , wherein the advertisement is selected in the advertisement selection process and the advertiser is charged an amount based on a cost per click model.

15. The method of claim 1 , wherein the advertisement is selected in the advertisement selection process and the advertiser is charged an amount based on a cost per impression model.

16. The method of claim 1 , wherein the second bid is a negative bid.

17. A non-transitory computer readable storage medium storing one or more programs, the one or more programs comprising instructions for:

receiving an advertisement associated with an advertiser;

receiving a first targeting criteria for the advertisement and a first bid associated with the first targeting criteria;

receiving a second targeting criteria for the advertisement and a second bid associated with the second targeting criteria;

identifying a plurality of viewing users whose profiles satisfy at least one of the first targeting criteria and the second targeting criteria;

determining, for each of the identified plurality of viewing users whose profiles satisfy both the first targeting criteria and the second targeting criteria an aggregated bid for the advertisement that is the sum of the first and second bids; and

applying the determined aggregated bid for advertisement selection for each of the identified plurality of viewing users.

18. A computer-implemented method comprising:

receiving an advertisement associated with an advertiser;

receiving a plurality of targeting criteria bids for the advertisement, each targeting criteria bid comprising a bid amount and a targeting criteria defining a group of users who may be delivered the advertisement;

identifying a viewing user whose profile satisfies at least one the targeting criteria of at least one of the targeting criteria bids;

determining, by a computer processor, an aggregated bid for the advertisement for the viewing user, the aggregated bid comprising a sum of the bid amounts of the targeting criteria bids whose targeting criteria was satisfied by the viewing user; and

applying the determined aggregated bid in an advertisement selection process for the viewing user.

19. The method of claim 18 , wherein a targeting criteria bid of the plurality of targeting criteria bids includes a negative bid amount.

20. The method of claim 19 , wherein the targeting criteria bid that includes a negative bid amount is satisfied by the viewing user.

21. The method of claim 18 , further comprising:

receiving budget amounts for the targeting criteria bids.

22. The method of claim 21 , further comprising decreasing a budget amount associated with the targeting criteria bids whose targeting criteria was satisfied by the viewing user.